Tourism New Zealand is gearing up to sell the luxury end of the market as operators in the sector say high-spending tourists are not being picked up in statistics.

New Zealand's advertising watchdog is backing Tourism NZ's 100% Pure catchphrase - refusing to uphold a complaint against the slogan which alleged it was "misleading'.

A new Tourism New Zealand 100% Pure campaign is unlikely to be tarnished by the recent Fonterra botulism scare and could even help repair overseas perceptions of Godzone, a marketing expert says.

Spending by overseas tourists is forecast to grow by 18 per cent to $6.5 billion in 2019, says a government report.

Tourism New Zealand's 100% Pure campaign has won strong support from its counterpart across the Tasman.

We're a funny old country. When the dairy farming industry damn near ruins the nation's international image and our ability to sell anything overseas, who do we punish? The tourism sector, of course!

Is 100% Pure just a marketing slogan coined to attract tourists to New Zealand?

An environmental campaigner's complaint to the Advertising Standards Authority over Tourism New Zealand's '100% Pure' slogan is due to be reheard this week.

Auckland tourism leaders hope a new deal with travel agency Flight Centre will attract 20,000 more Australian visitors to the region.

Adventure tourism inherently carries risk, writes Martin Sneddon. But the customer has a right to expect that avoidable risks are eliminated.

One leader says some of the Government's $158 million boost for promoting tourism should stay in this country.

He brought the world to New Zealand for the Rugby World Cup. Now Martin Snedden is bringing New Zealand to the world, writes Suzanne McFadden

Just over one in 10 Kiwis believe New Zealand can claim to be 100 per cent pure, fanning the flames on the debate about how "clean and green" we really are.

Air New Zealand says it is already benefiting from The Hobbit, even before the movie's wide release.

Despite some unfavourable publicity, the tourism industry is anticipating a beneficial Hobbit spin-off.

Millions of Chinese have viewed the pictures of Queenstown that Yao Chen has posted on her Weibo page.

By banning promotional imagery of Maori and country scenes, Tourism NZ is denying our global uniqueness.

Foreign television shows are to be steered away from filming sheep and Maori culture after complaints from tourism bosses it's a negative image.

A contract for "the New Zealand Story" - the Government's campaign to promote the country internationally - has been given to a mostly Australian design agency.